Artificial intelligence (AI) has become a key marketing tool for smartphone giants like Apple and Samsung, but a recent survey indicates it hasn’t resonated with users. Conducted by SellCell, a platform for buying and selling used electronics, the survey reveals widespread dissatisfaction among smartphone users regarding AI features.
The study, which surveyed over 2,000 iPhone and Samsung users, found that 73% of iPhone users and 87% of Samsung users believe the AI features on their devices add little to no value to their overall smartphone experience.
Confusion Around AI Integration
Experts suggest that part of the problem is poor communication about AI’s practical benefits. HP Newquist, executive director of The Relayer Group, argues that while companies tout AI-enabled devices, they fail to demonstrate how users can benefit from these features.
“Companies are essentially saying, ‘Here’s AI, now use it,’ but they don’t provide clear use cases,” Newquist explains. “Without understanding how AI can improve daily tasks, users are unlikely to see its value.”
This lack of clarity isn’t limited to consumers. Newquist notes that businesses face similar challenges, with many being told to adopt AI without a clear understanding of how it will improve operations. “Without targeted education, both consumers and businesses will remain indifferent to AI,” he adds.
Privacy Concerns and Compatibility Issues
Privacy concerns also contribute to the lukewarm reception of AI, particularly among Apple users. According to Mark N. Vena, president of SmartTech Research, Apple users prioritize data protection and may doubt the utility of new AI features compared to existing offerings from competitors.
For Samsung users, the issue lies in a lack of differentiation. “Galaxy AI features don’t stand out from other Android-based options, which can make them feel incremental rather than groundbreaking,” Vena notes.
Another challenge is the limited compatibility of AI features. Often, these capabilities are restricted to newer smartphone models, leaving owners of older devices feeling excluded.
Poor Awareness and Education
Experts highlight the need for better consumer education about AI. Greg Sterling, co-founder of Near Media, points out that Apple has yet to fully explain its AI offerings to the public. “They need to educate users about what the features are and how they can be used,” he says.
Tim Bajarin of Creative Strategies agrees, emphasizing the importance of tutorials. “AI integration is still new, and most users don’t understand it. Companies need to provide step-by-step guides to maximize user adoption,” he says.
Additionally, Rob Enderle of the Enderle Group underscores the complexity of AI. “Learning how to use AI effectively requires training. It’s no surprise that many users are unimpressed at this early stage,” he explains.
A Long Road Ahead for AI Adoption
The gradual rollout of AI features is another factor contributing to user apathy. Sterling predicts that consumer attitudes will shift as these features become more advanced and widely available. “In a year or two, the narrative could change,” he says.
Morningstar Research’s Will Kerwin shares a similar outlook, noting that AI-driven sales for Apple are likely to pick up in fiscal 2026. However, he acknowledges that for now, AI isn’t a key factor influencing smartphone purchases.
Runar Bjørhovde of Canalys agrees, adding, “AI features aren’t yet compelling enough to drive smartphone sales. Most users are still focused on other core features.”
Declining Loyalty Among Smartphone Users
The SellCell survey also highlights a potential shift in brand loyalty. It found that 16.8% of iPhone users would consider switching to Samsung for better AI features, compared to 9.7% of Samsung users willing to switch to Apple.
Apple’s loyalty rate has dropped from 92% in 2021 to 78.9% in 2025, while Samsung’s loyalty rate declined from 74% to 67.2% over the same period. Despite this, some analysts believe Apple’s ecosystem will continue to attract and retain users.
“Apple users are significantly likely to remain loyal, and AI features are just one more way to keep them engaged,” Kerwin asserts.
